I am buying the atmosphere. I already know it costs pennies to make a muffin or a cup of coffee. The question I ask myself is whether the atmosphere is worth the price. Who are the people around me? What is the vibe of the place? What do they contribute to the surrounding community? In my mind, that is what I am paying for. If I was simply concerned about the muffin or the coffee, I could just stay home and save money.